Campaign Craft: The Strategies, Tactics, and Art of Political Campaign Management

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Praeger, 2001 - Political Science - 239 pages

Shea and Burton present an updated and expanded version of Shea's 1996 guide to and analysis of modern American political campaign communication. They cover all aspects of present-day political campaigns, from understanding the context of a particular campaign to strategic thinking to specific voter contact techniques.

Shea and Burton present an updated and expanded version of Shea's 1996 guide to and analysis of modern American political campaign communication. Bringing to bear both academic and professional experience, they cover all aspects of present-day political campaigns from understanding the context of a particular campaign (national trends, the media market, demographic research, etc.) to strategic thinking (developing an overall theme and strategy), and to specific voter contact techniques (the tactical use of fundraising, paid media, free media--including the Internet--and get-out- the-vote drives).

Throughout the text, Shea and Burton's discussion and analysis is peppered with examples from national, state- level, and local campaigns. This comprehensive guide is must reading for all those interested in the campaign process, including candidates and political activists as well as scholars, researchers, and students involved with American politics and political communication.

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Contents

THE LAY OF THE LAND
23
Prior Electoral Targeting
77
The Focus of Strategic Vision
99
Copyright

7 other sections not shown

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Campaign Craft: The Strategies, Tactics, and Art of Political Campaign ...
Daniel M. Shea,Michael John Burton
Snippet view - 2001

Common terms and phrases

advertising Al Gore American average ballot base-partisan vote become Bill Bill Clinton broadcast Bush cable campaign finance campaign finance reform campaign operatives campaign plan campaign theme Campaigns & Elections candidate candidate's census Chapter Clinton communications Congressional Quarterly cost coverage database Democratic demographic direct mail district donors elec Election Day electioneering electorate event fund-raising grassroots groups House important incumbent Internet interview issues James Carville large number Larry Sabato legislative mass customization new-style campaigns newspapers number of votes offer opponent opposition research organizations paign partisan vote party percent political campaigns polling pollsters precincts president presidential push polls question race radio record registration reporters Republican residual vote respondents sample score Smith County strategy survey swing vote tactics target vote telemarketing telephone television tion toss-up vote turnout U.S. Senate volunteers voter contact Washington York

About the author (2001)

DANIEL M. SHEA is Professor of Political Science at Allegheny College./e Among Professor Shea's numerous publications are Transforming Democracy and his co-edited The State of the Parties.::Burton /f Michael /i John /b MICHAEL JOHN BURTON is Assistant Professor of Political Science at Ohio University./e Professor Burton served as assistant political director to Vice President Gore in the mid-1990s before returning to academia.

Bibliographic information

TitleCampaign Craft: The Strategies, Tactics, and Art of Political Campaign Management
Campaign Craft: The Strategies, Tactics, and Art of Political Campaign Management, Michael John Burton
Praeger series in political communication, ISSN 1062-5623
AuthorsDaniel M. Shea, Michael John Burton
Edition2, illustrated, revised
PublisherPraeger, 2001
Original fromthe University of Virginia
Digitized11 Feb 2011
ISBN0275970930, 9780275970932
Length239 pages
Subjects ›  › 

Political Science / American Government / National
Political Science / Political Process / General
  
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